social construction

In this 20 minute video, novelist Chimamanda Adichie describes, with insight and grace, the problem of the “single story.”  She says, “Show a people as one thing, and only one thing, over and over again, and that is what they become.”  Focusing on her experience as an “African” in the U.S. (she is from Nigeria), she also describes her own experiences with realizing that she has heard only a single story, whether of rural Nigerians or Mexicans.

Highly recommended (or read the transcript here):

Via Stuff White People Do.

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Ilari Sani sent in this vintage ad encouraging Americans to eat vegetables and “Toughen Up.”  Today salad is definitely considered “girl food,” and there are plenty of vintage examples in which meat was connected with strength and toughness (and, more generally, masculinity; see below).  This ad tries to contest that idea.  I wonder if the effort was successful in its day, or if it fell flat alongside the meat = real food narrative.

For vintage examples of meat being connected to masculinity, see here and here.  For contemporary examples, see here and here.

Found at Vintage Ads.

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

I love that this vintage ad suggests that Chrysler cars are for the young at heart. When I think Chrysler, I think of grandparents.

But no, “youth is a state of mind” and, according to this ad, it involves “a purposeful look,” “clean” “lines,” “no excess ornamentation,” and “safety.”  And ice cream, of course.

What a different social construction of what being young is all about!

NEW (Dec. ’09)! Dmitriy T.M. sent us another example:

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

One way to study social problems is to take a social constructionist approach.  This approach suggests that the degree to which a social problem is perceived as problematic, as well as the kind of problem it is understood to be, is a function of social interaction.  For example, many Americans consider drunk driving to be a very bad thing and a serious threat.  Drunk driving is not only embarrassing, it is punishable by law, and a conviction could result in social opprobrium.  It wasn’t always that way, and it still isn’t all that stigmatized in some parts of the U.S. and, of course, elsewhere.

So, social problems aren’t immediately obvious, but need to be interpreted and presented to us.  And, of course, some people have more power to deliver a message to the public than others.

Artist Susannah Hertrich developed this graphic (via) designed to bring to consciousness the difference between the likelihood of harm from certain threats and public outrage:

I am unsure as to how she measured both “public outrage” and “actual hazard” but, giving her the benefit of the doubt and assuming that this information is based on some reasonable systematic measurement, the image nicely draws our attention to how some social problems can receive a disproportionate amount of outrage, contributing to their social construction as significant or insignificant social problems (or, alternatively, their social construction as public problems for which outrage is appropriate and useful, versus private problems that have no public policy dimensions).

So, for example, heat is seen as relatively harmless even though, as Eric Klinenberg shows in his book Heat Wave: A Social Autopsy of Disaster in Chicago, it kills many, many people every year and is severely exacerbated by social policies both directly and indirectly related to weather.  But the people who die from heat, and those who love them, tend to be relatively powerless members of our society: usually the elderly poor.

Conversely, the threat of terrorism attracts a great deal of public outrage, but is not a significant threat to our individual well-being.  Still, certain members of our society with an ease of access to the media and authoritative roles in our society (mostly politicians and pundits) can raise our fears of terrorism to disproportionate levels.

Similarly, bird flu makes for a fun story (as all gruesome health scandals can) and gun crime feeds “mainstream” fears of the “underclasses” (often perceived as black and brown men).  Both make for good media stories.  Less so, perhaps, pedestrian accidents.

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

It’s always fun for me to have my own gastronomical assumptions revealed. Earlier we posted a cross-cultural example (soup for breakfast in South Korea) and historical examples (mmm aspic, 7-Up with milk, and prunes are for kids!).  On Shakesville, Deeky posted this photograph of ice cucumber-flavored Pepsi being sold in Japan:

UPDATE (June ’10)! In another flavor-shake-up, BoingBoing posted these Pringles from Singapore in Seaweed, Soft-Shell Crab, and Grilled Shrimp:

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

Dmitriy T.M. sent us a link to an AdWeek post reporting that Miller Beer began advertising in Vietnam last week with this commercial:

[youtube]http://www.youtube.com/watch?v=KG9H5_oKVd0[/youtube]

Some sociologists who study international relations apply the idea of the brand to nations.  Nations, they argue, can be seen as a product in a global marketplace. Australia, for example, is marketed as a rough and tumble place where we can get back to nature and find our true selves. Insofar as they can can control their brand, countries can draw tourism and increase demand for their exports (see here and here for Australian examples).

The ad above is an excellent example of Miller capitalizing on the American brand: “It’s American Time. It’s Miller Time.” Notice also that the ad is in English and doesn’t feature anyone that looks Vietnamese. The whiteness of the ad is purposeful. Miller is selling a specific version of “America” characterized by white people, urban life, sex-mixed socializing and, also, really bad music.

UPDATE!  In the comments, Adam linked to this ad which ran in the Phillipines:

You can also think of the California happy cows commercials as a form of state branding.

See here, here, and herefor posts showing the social construction of America as white.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Tara C., fds, Dimitriy T.M., Wendy C., and Breck C. all sent in images of the Bebé Glotón, a doll that comes with a sort of bra that lets a child pretend to breastfeed (found at Thingamababy):

According to Thingamababy,

Bebé Glotón is a infant doll made by Berjuan, a toy maker in Spain, for the express purpose of promoting breastfeeding. The idea is to impress upon kids that breastfeeding is natural.

Here’s a demonstration video:

The doll has sparked quite a bit of controversy. From a story in the Mail Online:

Posting a comment after watching a demonstration video online, one user wrote: ‘This toy would never work in the U.S. because the public would sexualize the act of breastfeeding, thereby deeming it inappropriate for little girl to engage in.’

Another wrote: ‘ Honestly, I think this is awful. Now let me just be clear, I think breastfeeding is wonderful and wholeheartedly encourage it, however, it is completely inappropriate to allow a young girl to mimic it.’

And from Fox News:

Dr. Manny Alvarez, managing health editor of FOXNews.com, said although he supports the idea of breast-feeding, he sees how his own daughter plays with dolls and wonders if Bebe Gloton might speed up maternal urges in the little girls who play it.

Um…okay. Why this would “speed up maternal urges” any more than bottle-feeding a doll, I don’t really know.

While my first reaction was that the doll is creepy and weird, on second thought I couldn’t see that it’s stranger than the doll one of my cousins got a few years ago that “pooped” and “peed” some bright yellow and green substances that I did not ask any details about. I dunno. Is this really “sexualizing” girls? That implies that breastfeeding, real or simulated (through layers of clothing), is a sexual activity. I think it’s kind of fascinating that so many people, including myself, have had such an immediately negative reaction to the doll.

The more I think about it, the more it seems that my, and others’, negative reaction is based on a premise that anything involving breasts is sexual…a premise that many breastfeeding advocacy groups such as La Leche League have fought as they try to expand the ability of parents to breastfeed in public (or to have access to clean spaces to breastfeed in places such as malls, religious and government buildings, and so on).

Is our problem with the doll really more about the social construction of breasts as sexual? What is the primary problem with this doll? What’s driving our disgust?

Thoughts?

The past and the future can be presented as either threatening or appealing. The past can be “traditional” (good) or “old-fashioned” (bad but kinda nice) or “backwards” (definitely bad).   And the future can be “progressive” (good) or “radical” (maybe good but certainly scary, often very bad) or threatening (“new-fangled” or “going to hell in a handbasket”).

In the this tampon ads from the 1940s, being “too old to follow the modern ideas” is framed as an unfortunate state that women should overcome.  Not trying the new product is “holding [yourself] back.”

Similarly, in this ad, a daughter instructs her mother on advances in managing “intimate problem[s]”:

The ads reveal how ideas related to change (this time the promise of modernity) can be mobilized strategically (this time for marketing purposes). Here is another great example related to gay marriage.

Ads found here and here.

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.